Case Study: Increasing Online Engagement

The launch of ZeroLight's cloud technology was featured exclusively in Top Gear earlier this year, allowing users to digitally explore and configure the Pagani Huayra BC supercar.

ZeroLight's cloud solution delivers the same real-time 3D visualisation found in dealerships, online. This means that customers can explore products to the highest visual quality available on the market, right from their browser, without the need for a plug-in. It's the first real-time automotive visualisation solution of such a quality to launch on the web, and has been utilised by high-profile clients to deliver the premium online experience their customers expect.

Such a high-profile publication drove a dramatic influx of traffic to the cloud demo page. This provided the perfect opportunity to carry out a number of stress tests and analyse data collected to assess the impact of ZeroLight's innovation on user engagement.

During a two-week period from the article's publication, the cloud demonstration hosted 1274 independent users, with an average session length of 3.81 minutes. That's a total of 4,853.94 minutes.

Throughout this time; 26,055 camera changes were made, averaging at 20 per user, with an additional 25 seconds of free camera movement per user. Total configuration changes totalled 64,746, averaging at 50 different configurations per user.

Throughout a single session, Top Gear readers made 1 configuration change every 4 seconds, independently moving the camera every 9.1 seconds (providing 2 configuration changes per camera movement) whilst selecting a new camera angle every 11 seconds.

Without the free camera movement, this stands at 70 interactions per user, meaning 1x interaction every 3.27 seconds. Including the free camera movement as 1x interaction per second as the user is actively involved for each second of use, the experience yields 95 interactions per user, delivering 1x interaction every 2.4 seconds.

These figures show that a user is highly active and involved when using real-time 3D configuration tools over the web. 60% of consumers confirm that interactive configuration tools are "very important" in the decision-making process (Analogue Folk). Offering propositions that increase user interaction drives value whilst increasing the amount of time spent on the manufacturers primary site as part of the online customer journey. Such a space is highly influential in the car buying process, with 75% of the entire customer journey taking place on the internet, rising to 82% for millennials (Analogue Folk).